Let’s get visual this time with a selection of clips that should twerk your Fusiform Facial area. Online video has been feted for years and its latest incarnation is as ‘content marketing’ i.e. the radical notion that by making something useful, people will want to visit your website (!). Here are a few examples of online video at work for both small and large budgets. And after all that, a cautionary tale of sorts.
We like video.
- The Fusiform Facial area makes us pay attention to faces – this is an actual brain function that hard-wires us to use the human face as a gathering point for information and believability.
- Voice conveys rich information – yes, the simple sound of a human voice speaking to us has an amazing way of converting information into meaningful content.
- Emotions are contagious – here’s a subtle but powerful aspect that we may take for granted. The body language of emotions is an appealing and we naturally love to share.
- Movement grabs attention – another trait that runs deep in our collective anthropological DNA is the power of peripheral motion. Since the stone age, we’ve survived by noticing things in motion – looks like we still do!
So, with all that, and the boggling realisation that YouTube is the number two search engine in the world, here’s a selection of videos that do different things very well. Some are creative and some are businesses promoting themselves (although that can be creative too of course…).
All of them work.
Content, content, content (and hair). I’m not entirely sure what Marie Forleo does to make a living, but she has established herself as an online guru for people developing a business. The production values are dialled up (and I suspect, because it is so flawless, her hair is a Pixar creation) but the advice is solid. So regardless of budget, make sure you have something to say.
Should You Open The Kimono: 3 Ways To Deal With Industry Competition via MarieForleo.com
We like animations and humour too. This short clip from the Bill & Melinda Gates Foundation cleverly addresses a dirty topic: how best to think differently about sanitation in the developing world. As the top comment says, ‘let’s get our shit together and do it…’.
Can you keep it real? There are hundreds of accountancy firms that will do those unglamourous spreadsheets for you. How do you choose one? This firm uses short, authentic and effective testimonials as a kind of digital word of mouth. Simple.
via RBS Chartered Accountants, London.
Establish authority. Another way to go (as long you actually have the insights!) is to establish yourself as an authority in your sector. I contribute content for yourBusinessChannel whose service involves creating online channels that feature short clips of expertise from movers and shakers in a particular industry. A company or individual partners with yBC to place themselves at the core of a whole host of industry insight. Clever.
Here’s their Hospitality Channel.
But don’t stay behind your screen all the time buying things…
Shimi Cohen’s arresting animated clip examines the connection between social media and loneliness. I share therefore I am…
Enda Guinan is a consultant and trainer offering advice on social media and product delivery for individuals and small businesses. Get in touch to see how you can make the best use of your time and energy as you put together your social media plans.
Thinking of escaping the impending crowdsourced embarrassing crap deluge? There’s no point.
Content is king supposedly. For years now, we’ve been making videos, music, blogs, whatever and getting these things out there. We may be doing this for fun, self-promotion or a genuine desire to inform, but our friends in the Marketing Dept want in. They have been getting all excited about ‘content marketing’ this last while (probably prompted by the changes in how Google ranks content online – basically, the good stuff will rise to the top). However, one agency reckons as the Marketing Dept scrabble to make great content, we’re about to be hit by a deluge… of crap.
A Year Offline. With this impending crap deluge, now might be a good time to take a year offline *gasp*. Paul Miller left the internet for a year: “I thought it was making me unproductive. I thought it lacked meaning. I thought it was ‘corrupting my soul’.” However, his 12 months did not result in any spiritual epiphanies and, perhaps not entirely unexpectedly, he concludes that “the internet isn’t an individual pursuit, it’s something we do with each other. The internet is where people are.”
Your internet past is ‘not embarrassing’. And if the internet is where people are and these people are creating content, then chances are some of that stuff will be ill-judged, embarrassing or even potentially damaging. I’ve sometimes thought about all of the comments, tweets, status updates, blog posts and so on that I’ve generated over the years and cringed a little. Kyle Wagner reckons we should just ‘get over it’ and “all that earnesty really betrays is that you’re a human being with human feelings”. Let’s see how that flies with the recruiters skulking around LinkedIn…
Stop giving your money to rich people on Kickstarter. Zack Braff has managed to raise over $2M to finance a film via crowd-sourcing service Kickstarter. Traditionally a community where artists/creatives/developers could tap their friends and interested parties for cash upfront to finance small projects, the tool is being used by established types. Time Warner managed to raise over $5M to greenlight a Veronica Mars film. Alan Jones writes regretfully that fans are saying “it’s OK for rich people to eliminate the factor of risk”. Meanwhile Cameron Brady-Turner reckons we should stop beating on Braff and even thank him for drawing attention to crowdsourced funding.
See you in seven.
Enda Guinan is a consultant and trainer offering advice on social media strategy and product delivery for individuals and small businesses. Get in touch to see how you can make the best use of your time and energy as you put together your social media plans.